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The reduction of dependence on paid ads and the application of SEO strategy also helped this brand resolve cost issues and increase potential customer traffic several times. Before deciding on buying a product or using a service, users often search for information on the internet. Here is how IMP put this strategy into practice. By capturing the search demand of users through each stage with the overall SEO method, IMP obtained positive results, in particular, tripling the organic traffic to the website of our customer – TOEIC English Center. 1. Context The TOEIC center offering intensive courses shows a stable turnover each month, but Google Adwords generates most of that revenue. Thus, the amount of money that the company must spend on attracting students increases. According to statistics, in September 2019, 48.3% of customers accessed the site through Google Adwords, just 10.3% were organic. The differential rate is relatively high, which strongly relies on paid advertising. 2. Business Objectives Regarding this issue, the company desires to increase organic traffic on the website, thus increasing the revenues of organic customers and reducing reliance on paid advertising. The company wants to have a stable customer base towards sustainable development and cost optimization

1. Context Our client K is a tourism company based in Taiwan. Their business service is customized tourism packages in Asian countries. K’s target customers are young people who like to travel abroad and frequently use the internet, particularly the social network Facebook. Despite being successful in other countries, K faced a challenge: Vietnamese tourists are accustomed to traveling with an included tour package rather than a self-scheduled trip. The problem K needed to solve in the Vietnam market is how to reach a group of young customers who prefer self-planned travel without spending a lot of money on advertising. 2. IMP’s Solution With the target set by the company, IMP researched market demand, competitors, and in-house products. As a result, it is recommended to use Inbound Marketing. To be more specific, the implementation stages are as follow: 3. Result After two years of implementation, IMP increased the blog’s monthly organic traffic from 6,000 to 100,000 sessions. This number continues to grow over time, taking the K company to the forefront when users require travel information and self-planned travel products. 4. Campaign evaluation The Inbound Marketing solution helped the brand reach high rankings while delivering valuable content to customers. Through